Hungry Studio's Vice President of Brand Marketing, Jason Wang, is not interested in momentarily dazzling hits. Under his leadership, "Block Blast!" quietly became a phenomenal mobile game in 2024 with over 216 million downloads. This success is not merely due to clever user acquisition strategies, but rather a well-considered long-term strategy based on inclusive design, continuous innovation, and a firm belief in quality gameplay.
User Acquisition Strategies Driving Explosive Growth
Wang admits that the success of "Block Blast!" is partly due to user acquisition (UA) activities, but relying solely on UA is no longer sufficient. The core vision of the team is "to bring an excellent gaming experience to a broader and more diverse audience," which directly shapes the game design philosophy, focusing on classic puzzle themes and easy-to-learn gameplay to ensure inclusivity and attract a diverse player base.
Surprisingly, for long-term user value, they are willing to accept a negative return on investment in the short term. The strategy combines mainstream core channels and innovative experimental channels (such as connected TV ads, mobile OEM partnerships), although the latter have limited short-term returns, they provide valuable insights and drive continuous innovation.
Rigorous A/B Testing Culture and Unexpected Gains
Hungry Studio conducts over 50 A/B tests weekly, with a failure rate of 97%. Wang emphasizes that testing is the cornerstone of product innovation, and the team is open to quantitatively validating all ideas. Numerous experiments focus on complex Block algorithms, a system with nearly a hundred nested rules that supports the game's dynamic personalized experience.
However, the team also realizes the need to go beyond traditional metrics (DAU, retention, duration) to capture richer user behavior and prevent short-term illusions caused by the "novelty effect." They actively exchange ideas with top industry teams to deepen their understanding of "long-term success" versus "short-term excitement."
A Unique Design Philosophy Different from Competitors
"Block Blast!" adheres to the "less is more" principle, focusing on creating a high-quality experience of core gameplay and avoiding too many secondary mechanisms that distract attention. The team promotes a "leaderless ideation" culture, where everyone can contribute ideas, driving innovation.
The game innovates on the classic falling block mechanism with a "drag-match-disappear" approach, combining adventure and puzzle modes to balance challenge and fun, meeting different player needs.
Practicing the "Equal Experience" Philosophy
Hungry Studio is committed to ensuring that players from different backgrounds and devices can enjoy the game. For example, they develop a minimalist version for poor network or low-performance devices, preserving the core gameplay to ensure game accessibility. Algorithm adjustments support personalized experiences, catering to both casual players and advanced challengers.
As of November 2024, the game's global DAU exceeds 40 million, and MAU exceeds 150 million, but the team still sees global diversification as their biggest challenge.
Challenges and Strategies for Retention and Engagement
Wang points out that "Block Blast!" is positioned not as a "typical" casual game, but as a classic companion for players, avoiding overly urgent gameplay to reduce stress.
This strategy may not be as eye-catching as exciting new games initially, but in the long run, it leads to frequent player returns and a stable community. They maintain a cautious approach to profitability, focusing on player experience, primarily relying on advertising revenue, while adhering to the principle of equal experience.
Proprietary AI Technology for Efficient Iteration
Hungry Studio has developed the "Block AI Robot"—an AI system based on deep network modeling that can predict player behavior and assist in design decisions. The AI's decisions match real player behavior by 80%, significantly improving iteration efficiency and testing quality.
AI frees up designers' creativity, handing over repetitive validation to intelligent systems, achieving faster and more accurate game optimization.
Advice for Game Developers
Wang humbly states that the success of "Block Blast!" is difficult to replicate, involving a lot of luck and timing. If starting over, the team might not be able to replicate it.
His only advice is to stick to core principles, continuously innovate through scientific methods and A/B testing, and "forge your own path."
In summary, the success of "Block Blast!" is not only a victory in user acquisition but also a profound practice in game design, data-driven innovation, and long-term strategy. Hungry Studio is using technology and culture to forge lasting appeal, becoming a benchmark in the casual puzzle market.
